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From the Earth

Mineral components sweep the cosmetics, skin care market

By Melissa Meisel

With personal products going back to basics by way of natural ingredients, the bevy of mineral products currently available in 2007 illustrate that it’s all about having healthy skin.

Mineral makeup is everywhere

Mineral skin care and makeup are touted as the most uncomplicated beauty items one can apply to the face and body. Demonstrated attributes of minerals include being water-resistant, long-wearing, non-comedogenic, non-irritating and hypoallergenic with sun defense. “Makeup so pure you can sleep in it” is even the tagline for quintessential minerals cosmetics line Bare Escentuals.

“Mineral makeup is natural-looking on the skin. It provides great coverage and has a natural sun protection,” said Joli Baker, president of Pur Minerals, a company that recently added a Mineral Tint Moisturizer SPF 15 and Mineral Lip Tint SPF 15 to its repertoire. “Minerals are so popular because they look great and don't have all of the artificial additives and chemicals that typically can be culprits for skin irritation. Consumers have become extremely ingredient savvy and want to do what's best for their skin. Mineral makeup can do this.”

Marie Regan, president of Piaffe Beauty Mineral and Vitamin Makeup and Skincare Collection, agreed: “Beneficial make-up is the hottest trend as women have become much more sophisticated and are demanding more from their cosmetics.” Piaffe’s newest SKU, a Shimmer Essence for the face and body, was designed to provide a little extra luster. The product’s “luminizing formula” contains antioxidant ingredients as well as a vitamin and mineral base and will also be available at Bliss Spas nationwide starting this month.

Product Frenzy

For Summer 2007, a clean canvas with a mineral base is a makeup must. To cater to a market of consumers and make-up artists craving gentle, good-for-the-skin ingredients, MAC recently released its Mineralize Skinfinish Natural and Mineralize Skinfinish Powders, uniquely formulated and baked to contain skin-enhancing minerals to help buffer the skin from environmental aggression, according to Nick Gavrelis, executive director, product development at MAC, who added that the products are “virtually mistake-proof” in application.

And in drugstores all over the nation, minerals seem to be booming. This year, Cover Girl introduced its TruBlend Naturally Luminous Loose Powders and Blushes that feature a new translucent mineral-enriched formula for a “tru-to-you” look, said the company. NYX Cosmetics will also be bolstering its collection this August with the new Black Label Compact, a sunscreen, powder, foundation and concealer all-in-one item that features all natural minerals to absorbing oil and minimizing the appearance of fine lines and enlarged pores.

Additionally, mass market line Jane recently announced the addition of three new products to its Be Pure Mineral Line – a “pillow” blush, loose blush and a set of eyeshadows.

"Jane is extending its Be Pure Mineral line to provide more variety to the mineral consumer," said Lisa Yarnell, CEO of the Jane & Company. "We are bringing consumers who were not yet buying mineral cosmetics due to cost into the category by offering them high quality yet affordable pure, mineral products."

Minerals are even a desirable component for the kisser. Sally Hansen recently released a Line Smoothing Mineral Lip Treatment, aiming to improve the delicate skin of the lips with micronized mineral pigments to refract and diffuse light so lips look smoother, more defined and youthful. The product includes tourmaline to boost radiance.

Custom Hues

The demand for mineral components has inspired makeup companies to create custom-blended palettes for flair and versatility.

Giella Custom Blend Cosmetics were created for women who want a mineral makeup line tailored to their individual color profiles and needs. A “Color Perfect Analysis System” takes the guesswork out of finding the perfect hues for each client and incorporates mineral components in each product. Color Perfect products contain a form of quartz that changes the way light is reflected off the skin, minimizing surface imperfections such as fine lines or enlarged pores, allowing skin to appear smoother.

Giella Poblocki, creator and founder of Giella Custom Blend Cosmetics, started up a mineral line within her collection to cater to a growing market base.

“For over 10 years, I have been working with mineral cosmetics for face, eyes, lips and cheeks. Translucent powders never ‘matched’ and left a finish that was unnatural. Our mineral powders offer light-diffusing properties that soften fine lines and pores, a perfect match without looking too light or too dark, protection to the skin with a low-level sun protection factor and the capability to be mixed with shimmer or oil-control agents or even Vitamin E for hydration,” said Ms. Poblocki. “Consumers are savvy and they expect products that offer value for the price. They are educated on sun protection, anti-aging and ingredients.”

Youngblood Mineral Cosmetics, a maker of a water-resistant and non-comedogenic line of mineral makeup, has recently fashioned Artiste, a custom, all-inclusive makeup palette. Artiste houses removable trays with three shades of Youngblood’s pressed mineral eye shadow, three hues of lip shine and two shades of luminous pressed mineral blush. Currently, it is available in two combinations, Expressionism and Romanticism—however, by fall of 2007, Youngblood will be repackaging each of their shades individually so that they may fit into the palette’s reusable pans.

A ‘Ray’ Of Hope

Think you only have to worry about sun protection while frolicking in the surf? Think again. UV rays are reflected off everyday surfaces – including concrete, asphalt and light-colored buildings. In response, minerals brand Ahava introduced Mineral Suncare, a new line of high-filtering, broad-spectrum sun protection formulated to protect, soothe and replenish skin while protecting it against harmful UV rays. Every product in the line offers a “Multi-Layer Protection System” of minerals and vitamins, all water-resistant up to 80 minutes.

Since sun protection needs vary by person, the new Ahava Mineral sun care line and features a total of seven products ranging from a Sun Protection Anti-Aging Moisturizing Spray to an After Sun Reviving Balm. Each product in the Ahava Mineral Suncare line includes a Mineral Skin Osmoter, Ahava patented formula of Dead Sea Water Extract that energizes skin and optimizes the natural cell function of moisture replenishment.

Dead Sea Preservation Efforts

The business of minerals goes hand-in-hand with the state of the environment. One With Nature, maker of a line of soaps containing Dead Sea minerals, is currently supporting conservation efforts of organizations like Friends of Earth Middle East (FoEME), a non-profit environmental organization, with a space on its website, www.onewithnature.com, for direct donations.

Dead Sea salts contain up to 21 different minerals that nourish and revitalize skin. Rich in sodium, magnesium, potassium, calcium and bromine, Dead Sea minerals are said to be unique for their high proportion of potassium and magnesium ions and relatively low sodium ion content.

According to Todd Federman, U.S.-based co-founder of One With Nature, Dead Sea minerals are popular because they stimulate blood circulation and accelerate the natural exfoliation process, restoring the skin to its natural pH balance. Dead Sea minerals also have deep cleansing and purifying qualities, drawing toxins from the body. In addition, physician studies concluded that Dead Sea salts have a proven therapeutic effect on skin ailments such as psoriasis and eczema, providing relief from psoriasis symptoms such as itching.

One With Nature uses a blend of plant and naturally occurring mineral pigments found in Jordan’s diverse climate zones to achieve the signature vibrant colors of their triple-milled, spa-quality bars available in scents such as lavender, rose petal, lemon verbena, vanilla oatmeal and more. The company also recently introduced 1.05 oz. travel-sized bars and now offers special occasion gift packs.

What’s Next?

Organic is the next big trend in minerals, according to Ms. Poblocki of Giella: “Using products that have very little preservatives and products that offer benefits without being filtered is the new buzz,” she said. “Our baby boomers want the glow, the radiance that they had when they were younger. And this is an easy way to do so while providing benefits to your skin below.”

Ms. Baker of Pur said that mineral-based treatment products are the “natural next step,” as, “the companies coming into the arena today are seeing that makeup is only one piece of the solution - it's also how a woman cares for her skin.”

“There’s no doubt that minerals are good for the skin, and I believe the next natural progression for this niche is mineral skin care – and for very good reason,” said Maxine Siegel, Ahava’s head aesthetician. “Five to six percent of the human body is minerals; they’re essential for the health and well-being of all of our organs, including our skin.”

Ms. Siegel noted the aging process depletes the body’s ability to produce its own minerals. Therefore, it’s more important than ever to get minerals from outside sources – including applying minerals topically.

“Mineral skin care help you achieve skin balance and optimal skin health,” said Ms. Siegel. “People don’t often think of minerals as the ‘ingredients’ they need to help correct skin issues, but they really are some of nature’s most perfect ingredients.”